Off-Page SEO

Off-Page SEO is the combination of several signals pointing at your brand, authoritativeness and topical relevance. Building your online reputation can build more trustworthiness and show your expertise. This can be done by link building, infographics and online forum engagements.

Introduction Off-Page Elements Lists What is Off-Page? Link Building E-A-T Brand Mentions Guest Posts Reviews Seed Sites Press Release Interviews Social Signals Infographics 

Off-Page Optimisation

Off-Site Signals & Brand Authority

Off-page SEO refers to anything done outside of your website to improve your search engine rankings. While there are many things you can and should do on your website to improve the SEO, surprisingly many SEO factors aren’t done on your site. These include backlinks, brand mentions, and guest posting.

These can make your site seem more reliable and trustworthy, thereby increasing your Google ranking.

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Back Linking

Backlinks & link building is like getting trust votes to your business.

List of off-page SEO signals

Understanding off-page SEO is equally as important as understanding on-page. The list below is a comprehensive list of off-page signals for ranking.

Backlinks Diagram
Understanding the Basics

Why Do Off-Page SEO?

If you’re going to put the work into on-page SEO, you should do the off-page SEO to match it. Otherwise, you’ll be putting all this effort in and still not getting to the top. Off-page SEO is the missing key for many people to get to the top of search results.

Part of off-page SEO is building backlinks. One study showed a clear correlation between backlinks and ranking on Google, as seen in the below graph. So, this shows that doing off-page SEO works!

Backlinks, however, aren’t the only thing that matters for SEO. Check out the below graph detailing how much weight many of the on and off-page ranking factors carry. You’ll notice that off-page factors total more than half of how your website is ranked.

Back Linking Example

The Importance of link building

Let’s get started with helping you learn all about how you can help your site succeed with SEO off-page optimisation. Backlinks are one of the most important ways to build your off-page SEO.

That’s because backlinks leading to your site from other authoritative sites show that your website is a credible source of information. Sites with highly valuable backlinks will get a better ranking than those with many backlinks. So it’s quality over quantity when you’re building links.

Here are some of the ways you can decipher how useful the backlink will be to you:

  • How relevant the topic of the site is to your site
  • The popularity of the linking site
  • The authority of the linking page and domain
  • The anchor text that was used for the link
  • Link freshness
  • How trustworthy the linking site is
  • How many other links are on the same page
  • Diversity of link types, as this indicates that they aren’t spam
  • Follow vs no-follow links

Techniques for Off-Page SEO

So, to improve your off-page SEO, what are some actionable steps that you can take? There is a myriad of things you can do but we’ve distilled it down into a few options for you to focus on. Feel free to get creative and dream up more ideas that will help your off-page SEO.

Google E-A-T Graphic
Expertise, Authoritativeness, & Trustworthiness


EAT is an acronym that gets thrown around a lot by those in the know of off-page SEO. Unfortunately for anyone just starting in their off-page SEO journey, it can be hard to untangle all the acronyms that go with it. So, what does E-A-T mean in terms of SEO? E-A-T is an acronym that stands for expertise, authoritativeness, and trustworthiness.

This is an incredibly crucial off-page SEO ranking factor. Google uses off-site signals to determine the E-A-T of your website. It makes sense that Google wants to link to sites that are trustworthy because if they are leading their searchers to your site, the searchers need to be finding true information.

Google is also hungry for in-depth information that its users are interested in. That’s why expertise is so important in moving your way up the rankings. Google wants to promote great content that answers the questions of its users.

You can improve your E-A-T this in several ways, and we have detailed many of these below.

Branding Authority

Brand Mentions

While links are likely the best thing to get yourself on other sites, brand mentions can also offer your ranking a much-needed boost. Just by getting an authoritative site to mention your brand or website, this can help you move you up the search rankings.

Brand mentions could be easier to achieve than links, as people may refer to research by you. Or if you are prolific on social media such as Twitter, you could be quoted from a post on there. These social media quotes will often not link to your site, but mention you by name instead. As they say, all press is good press, and mentions can up your status in the search rankings. Social media, in general, is not an SEO factor, but we’ll go over that in more detail later.

Twitter Card Graphic
Guest Posting Graphic
Guest Posting

Guest Blogging

Guest blogging can be a fantastic way of increasing your search engine ranking. How? Well, to start with, you’re providing information to a completely new audience. These people have the chance to learn about you and your brand. It’s also a great method for link building. In your blog, you can link back to your website, thereby establishing a fantastic quality backlink.

However, you will need to ensure that you get guest blogging spots on sites that are relevant to your own. For example, if you sell tyres, try to write for a car website. Writing on irrelevant sites is not a great link building tactic as it will likely not improve your search engine ranking.

Trust Signals


It has been known for a while now that positive reviews can do wonders for a brand’s reputation. So it’s then perhaps unsurprising to many of you that reviews can help your off-page SEO. It’s no wonder that Google doesn’t want to have brands that people tend to dislike at the top of their rankings.

So by encouraging customers and clients to leave positive reviews for your site, this is a fantastic way to increase your off-page SEO. If your website is not the type that gets reviews, then Google will search to see if you’ve won any awards and determine your ranking based on that instead.

Reviews Graphic
Seed Site Network Diagram
Web 2.0 / PBNs

Seed Sites

Seed sites are those that authoritative sites link to. So while you want links from those authoritative sites, getting links from the ones they link to is also a fantastic idea! If you can’t get the bigger brands just yet, you can work on getting some of the smaller ones and up your ranking that way.

This is an easier way to go if you’re just starting out getting your site noticed. However, if you feel that you can add value to bigger brands then, by all means, approach them. You never know until you try!

Self Promotion

Press Release

Another option make sure you optimise your site as much as you can is to create a press release. Wait until you have something newsworthy to share with an audience, however. This could include the opening of a new store, a new piece of research, or something else.

Having a press release will not only give you a mention and/or link but will also get you noticed by other brands and companies. Then, these may also link or mention your site. This is a great way of creating organic traffic that can be picked up by search engines.

World Map
Interview Graphic
Topical Authority


Doing an interview, or appearing on a podcast can showcase your brand to an entirely new audience. These people may have otherwise never heard of your company. So, if anyone asks you to do an interview, say yes! Or you can ask podcasters that you know of that speak on topics within your niche if you could feature on one.

While podcasts don’t contain links (of course), they do get your name out there. So it’s likely that you’ll see the benefits of doing a podcast come back to you through more search engine searches for your name and your company name.

Social Signals

Social Media

Let’s be clear, shares and likes on social media do not affect your search engine ranking - Google has said as much. However, social media marketing certainly has the potential to increase brand awareness. If you share interesting content you have created on social media, you may have more people coming to your site and searching for your brand.

So while social media itself does not influence rankings, make sure that you still add it in as part of your off-page SEO strategy. Create a social media marketing strategy and share your content so that more people will come across it. The more people that see your content, the better for your credibility and trustworthiness.

Social Signals Graphic
Designing Infographics
Authority Graphics


Creating infographics is one of the best things to add to your SEO strategy. That’s because if others want to use them, that generally goes along with a brand mention or backlink.

Don’t worry if you can’t create infographics yourself, as it’s easy to hire someone to design them for you. Just as with many things, you get what you pay for and you’ll have to pay more to get engaging well-crafted infographics. Invest in the creation of infographics and you could see it come back to you over and above what you invested.

When people start sharing your infographics, this can result in an increase in organic traffic for you. Many people search each day for infographics too, just see the chart below, depicting search numbers.

Deaf Lottery Australia
Fixed Today Plumbing
Endeavour Foundation
Prize Home Tickets
RSL Art Union
Surf Nation
Brosa Furniture
LivingStyles Furniture
MMA Factory

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